https://asset.uie.com/pdf/2021-11-22-Personas-Behaviors-before-Roles.pdf Experience design on a scale - exterme frustration to extreme delightfulness In the middle is - neutral satisfaction (meets expectations, meets needs) (below middle of the scale - missed expectations, not meting needs) Later stage of project - Exceed expectatons & anticipate the needs (design for delight - Dana) Persona - understanding the problems (needs & expectations) Role based personas is good during the begining stage behaviour based during later stage Dana - Design for Delight - Pleasure, Flow, Meaning Exceeding expectations, Anticipating needs